Slide1: Successful Internet Retailing January 2007


How do we sell more?: How do we sell more? Winning more customers Improving conversion ratios Increasing order values


What Screen Pages does: What Screen Pages does Fully managed, agency-style e-commerce and related services to online retailers. We help you build your online sales.


Our clients: Our clients


Screen Pages Credentials: Screen Pages Credentials 100 shopping websites since 2000 35 professional staff 70 active clients First class operations: 99.99% available 600 updates per annum £5m sales per month Part of the Pindar Group


Getting Visitors: Getting Visitors Returning customers Catalogue/brochure requests Search engine optimisation (SEO) Affiliate marketing Pay-per-click advertising


How do you come top of Google?: Indexability making sure all your pages/ categories/products are visible to search engine robots Relevance making sure your keyword content is planned and placed (in the right places) Link popularity making sure your site is well connected (with inbound, external and relevant links) How do you come top of Google?


your web page, well indexed…: page titles URLs links image names body copy your web page, well indexed…


… in Google, elegantly: … in Google, elegantly Otherwise – no click through!


Research and plan your keywords : Research and plan your keywords Home: Chatham Marine: casual, marine clothing & shoes for men & women Category: Women's Clothing: casual, marine clothing & shoes Sub-category: Linen Wear: casual, marine clothing & shoes Product: Biarritz Shorts: casual, marine clothing & shoes


Ultimately, it’s about links: Ultimately, it’s about links Relevant links to your site From directories From trade partners & suppliers From news pages (Search PR) From other websites From the Internet community


Where people click: Where people click


Pay-per-click advertising: Pay-per-click advertising 1:8 0.20p per visitor Predictable, results-based, accountable, transparent Build out the inventory Misspellings Brand + product Brand only Generic Generic + action verb Similarities


Where do your visitors come from?: Where do your visitors come from? 50% from URL entry 30% from brand searches 20% from “generic” searches No online marketing 30% from PPC 20% from URL entry 20% from brand searches 20% from “generic” searches 10% from affiliates With online marketing


Improve conversion ratios: Improve conversion ratios You’ve probably got enough visitors already. They just don’t convert well.


Site navigation: Site navigation C-navigation LH product navigation Consistent navigation + actions Appropriate and usable navigation


Buying a toaster: Buying a toaster Eleven Top Sites – Eleven Different Routes to Toasters: Home > Household Appliances > Toasters Home > Household Appliances > Toasters & Grills > Toasters Home > Electrical > Small Kitchen Appliances > Toasters Home > Household Appliances > Small Appliances > Toasters Home > Home & Garden > Kitchen & Home > Kitchen Appliances > Toasters Home > Kitchen & Home > Small Appliances > Toasters Home > Small Appliances > Small Kitchen Appliances > Toasters Home > Electronics > Toasters Home > Home & Garden > Kitchen > Small Kitchen Appliances > Toasters Home > Electrical > Kitchen Appliances > Toasters Home > Home Appliances > Small Home Appliances > Toasters


Multiple navigation paths: Multiple navigation paths


Site layout: Site layout Consistent calls to action Email sign-up Request a catalogue Help Offer/promotion code Telephone number Product range (by product & use/application) Hygiene factors/support


Examples: Examples www.healthydirect.co.uk www.corgi.co.uk


Home page: Home page Only 50% of all visits start here Treat as a shop window: Brand Products Promotions Search is used by people who can’t find what they want


How long have you got to make an impression?: How long have you got to make an impression?


Category pages: Category pages Must act as “landing” pages Most communicate brand, products & promotions Featured products Links to other (popular) categories


Product page: Product page Images (several & large) Copy (technical and marketing) Options/variants Testimonials Cross-sells (instead of this item) Up-sells (better than or together with this item) Sizing information Delivery charges Is it obvious how to buy? (add to basket & proceed to checkout Does it act as a landing page?


Examples: Examples www.tog24.com www.thepodcompany.co.uk www.smythson.com www.tabitha.uk.com www.crewclothing.co.uk


make it easy to pick size & colour: make it easy to pick size & colour


Sell, sell, sell : Sell, sell, sell Science of persuasion Sales and promotions Product bundling Discounts Cross-sells and up-sells Predictive recommendations Examples: www.savilerowco.com www.oliverbonas.com www.whitestuff.co.uk www.goodmusic.co.uk www.corgi.co.uk


Common mistakes @ checkout: Common mistakes @ checkout No delivery information Action button issues Poor instructions Weak step-by-step flow Too busy (or too protracted) Account storage (or not!) Unclear confirmation/summary No follow-up email Try chasing abandoned emails!


Hygiene factors: Hygiene factors Shipping information Terms and conditions “No quibble” returns Security and data Frequently asked questions Customer service


How are you doing?: How are you doing? Where do your visitors come from? How many? What sort of conversion ratio do you enjoy? What’s the drop off? Where do visitors give up? Which pages convert well? What kinds of visitors buy most?


Conclusion: Conclusion Check out our 3rd Annual Ecommerce Forum Help yourself to a business card! Any questions? roger@screenpages.com www.screenpages.com 01932 333592